Watch out! The most customer centric company has arrived!

The headline news "Amazon.com buys Zappos" should send shivers to all businesses. Why all businesses you may ask. The reason is Amazon.com's number one business priority is to create a great customer experience in every product that they sell. Shoe is the latest offering (through Zappos). Will Amazon.com sell the same product as your business? (I bet they will when the timing is right). When they do, they will focus all their energy into one thing, that is, customer experience is great!

"Yes, more and more money will go into making a great customer experience, and less will go into shouting about the service. Word of mouth is becoming more powerful. If you offer a great service, people find out" - Jeff Bezos.

Both companies share similar vision :

Amazon focuses on low prices, vast selection and convenience to make their customers happy, while Zappos does it through developing relationships, creating personal emotional connections, and delivering high touch ("WOW") customer service.

Here’s a story of a wow customer experience by Zappos.

To all companies out there, Amazon.com and Zappos may be eating your lunch one day. Alternatively, you can emulate these two companies’ vision ie. make customers happy. Boleh, tak?

Tweet your customer right

Twitter has reached the corporate mainstream.

Internet savvy startups such as AirAsia has been using Twitter to provide quick and short responses to customers. Today, veteran companies such as Singapore Airlines use it too to reach out to the web savvy customers.

There is a particular group of customers that prefers to communicate through Internet than making a call to the call centre (I'm not sure if their reluctance to call is due to their limited phone budget or level of patient in maneuvering the complicated IVR).

Customer centric companies go to the 'hang out' places of its customers whereas arrogant or ignorant companies force customers to wait eternity on the line or at the counter queue.

How to ensure inconSISTENT service

Instructions :

1. Get the person in charge of the cash deposit machine to call the customer.

2. Make sure she cuts in everytime when a customer speaks.

3. Make sure she doesn't understand active listening.

4. Make sure she doesn't say 'Is there anything else?' and 'Have a nice day'.

The above was the experience I had with a HSBC bank staff from Damansara Uptown recently. This particular staff called me the following day because my cash was stucked in the cash deposit machine. The experience with her made me agree (reluctantly) with a friend's comment, "You never ask the back office employees to talk to the customer". Now I know the reason they are in the back office.

My new "rule of thought" :

Staff who is responsible to manage machines should always manage machines. Nothing else.

Staff who is responsible to manage humans should always manage humans. Anything else, sir? Have a splendid weekend!

cc. HSBC management,

Please spare us, the customers the ordeal of interacting with a 'machine staff'. Boleh, tak?

(My interaction with HSBC customer service has always been positive so far!).

A Novel Way To Complain!

United Airlines has gone so far as to praise the singer and wants to use the video "to help change its culture."

I must learn to play the guitar and sing!

What did I do wrong?

My sister's statement today made me realised that absence of customer complaints do not indicate a customer's satisfaction or happiness towards a company's service. Recently, she was not able to pay her mobile phone bill on DiGi's website due to the website's technical glitch. (For some reasons, she seems eager to pay her bill early whereas most people would pay after the line is barred). 

I told her to call the helpline and lodge a complain. She said she is not bothered to make that effort (to call) because she thinks DiGi will not do anything about it. So why bother? Her thinking, rightly or wrongly, reminded me of Starbucks pledge, "Our Promise". The public display of "Our Promise" at the pick up counter gives assurance to the complainant that a solution is available and known. 

Well, I foresee her inconveniencing herself by driving to a DiGi shop to make payment.

My conversation with her made me realised (again) that a company needs to proactively seek feedback from customers. Reactive approach may cause a company to lose disgruntled yet silent customers. The best part is the company would not even know why customers are abandoning it.

Phew! Thank god I'm not an AIA customer!

Recently, I provided a feedback to AIA. Below was AIA's response. The response was timely because it was still fresh in my mind. However, the response (service recovery) was poor.

Would I waste my time and effort to call another number? Certainly not! What is important is I'm glad I didn't buy AIA insurance. (You have my loyalty, Prudential. Just don't break it by telling me it is not related to service or call another number if I give a feedback in the future).


Dear Mr. Alan,
Good day to you.
Thank you for your e-mail.
We refer to your email and regret to mention that we are unable to attend to your query as it is not related to the service, which we usually provide to our policyholders.
For general enquiry, you can call our Customer Service toll free number 1-300-88-1899/+6 03-2056 2000 (from Overseas) for assistance.
Thank you.
Best regards,
Lynnie
Customer Care Centre

Enjoy the free suntan, sir (like it or not)

"You have to do it 3 days in advance, sir", said the customer service personnel at Aeroline in 1 Utama shopping mall. I walked away dissapointed because I left office early with the hope of changing my bus seat before the counter closes for the day. It was a Friday and I was supposed to depart the following day.

I have to say I disagree with Aeroline's statement, "The Aeroline brand is thus driven by the key thrust of being People Focussed".

The more apt statement should be, "The Aeroline brand is thus driven by the key thrust of being Policy Focussed".

And I am totally fine if Aeroline is policy focussed. At least, I set my expectations upfront ie. my request or needs are not Aeroline's focus (1st priority).

Just in case, Aeroline decides to be people focussed, Zappos is a great company to emulate.

"I listened to one Minnesota customer complain that her boots had begun leaking after almost a year of use. Not only did the rep send out a new pair - in spite of a policy that only unworn shoes are returnable - but she also told the customer to keep the old ones, and mailed a hand-written thank-you.

The bean counters fully support such gestures: "Seventy-five percent of our purchases are from repeat customers," says Zappos chairman, COO, and CFO Alfred Lin. "There are a lot of things we do that seem overly costly. But we have always been focused on the long term when looking at whether something should be cut."
- Jeffrey M. O'Brien, senior editor of Fortune.

Well, I don't expect free shoes or bus ticket, at least allow me to change my seat from the free-suntan seat of 1A to suntan-free seat of 8A (based on my convenience of time, not 72 hours ahead).

cc. Aeroline management,
Hope you will aspire to become Zappos. Boleh,tak?

Remedy to declining profits and share price

At last, Dell is listening to the customers. Sometimes, it takes continuous declining profits and share price to force a company to listen to its customers. It makes me wonder why it is not natural for companies to listen to the customers. Have they not heed Sam Walton's advice? He said "There is only one boss. The customer, and he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else."

Recently, Dell launched several Web2.0 initiatives with the hope of reviving the company, i.e.

1. Self-awareness program

2. A site that lets anyone offer suggestions and vote other people's ideas up or down

3. A self-help site

4."Dear Michael" postcards with the computers he shipped. (A pre-Web2.0 feedback mechanism)

The self awareness program has a squad of 42 employees who spend their workdays engaging with the communities on Facebook, Twitter, and other social media. I wonder which profit-driven company would put 42 people on the payroll to surf and chat from 9am to 5pm.

The self-help site is my favourite because it allows people solve one another’s tech problems. Dell should take it further by allowing the users to rate the ‘helpers’. The 5-star ‘helpers’ become ambassadors of Dell. Every aspiring tech support geek would love to have a badge of honor.

Interestingly, here are the results of these initiatives :

"The latest quarterly figures from the University of Michigan's customer satisfaction index show that Dell is at the top of the rankings again for Windows PC makers, as rivals HP and Gateway sink. According to a study Dell commissioned from measurement firm Visible Technologies, negative sentiment toward the Dell brand has dropped from 48% in 2006 to 23% today. Even some of Dell's harshest critics are softening a bit after the company's recent online moves. Ben Popken, editor of the Consumerist blog, says, "They've been downgraded from evil to bumbling."

Can a Malaysian company emulate Dell? Boleh, tak?

Service us. Listen to us. And in return, I will pledge my loyalty!

Are you a good listener and a better "actor"?

Most companies proclaim in the mission statement that they listen to the customers. The toll free numbers, walk-in counters, dedicated email address, blogs are proof of its commitment towards listening to the customers.

However, not many listen and act on the feedback. Majority of the companies introduce products or services based on their years of working in the industry (I call it gut feel), casual opinions from focus gropus (participants are paid to talk right?) or by suit wearing consultants flow in for the job. Interestingly, Soothe Spa is one company that didn't use those approaches. Proabably because spa owner, London Elist doesn't have any gut feel or money to pay focus group participants or hire consultants. Instead, she uses a simple technology to her advantage. She listens and acts on the feeback.

"After an appointment Genbook sends an e-mail to the customer asking for feedback. One client wrote that Soothe's salon beds were too hard, so Elise added more padding. Another client said the rooms were too cold, so Elise adjusted the thermostat. And after one woman wrote that the wall paint in the salon's bathroom looked shabby, Elise enlisted a painter to give the walls a new coat that same week.

"Our clients are participating," says a giddy Elise. "It's what I always wanted."

This approach enables London Elist to invest in areas (padding, wall paint) that are most relevant to the customers. Sometimes, limited resources eg. money is a good thing.

I can't recall the last time a company I patronises send me an email.

Can a Malaysian company out there take up the challenge (and send me an email or a sms)? Boleh,tak?

Tips : How To Lose A Customer In 30 Seconds

Step by step instructions :

1. Place an ad on 'How to write' workshop in a national paper.

2. Describe how interesting and beneficial the workshop will be.

2. Provide a contact number in the ad.

3. Make sure the person who picks up the call is totally clueless on the workshop.

Believe it or not, that was exactly what MPH Bookstore did recently. My mum saw the ad on 'How to write' workshop and she dialed the telephone number provided in the ad. The person who picked up her call had no idea of the workshop. Naturally, my mum said goodbye within 30 seconds.

Sometimes, I wonder why companies waste money on advertising.

cc. MPH Management,

Do your customers a favour. Help us save a telephone call. Boleh,tak?

What's your thank you strategy?

Companies understand the importance of showing appreciation to customers. Most companies encourage (and enforce in some instances) the employees to say thank you to visiting customers. However, the thank you stops when you walk out of the store. I have yet to encounter an experience where I still feel appreciated the following day. The pleasantries stop right after you walk out. Ironically, companies know that regular show of appreciation fosters better relationships. It is like courtship. A business courts a customer. Constant appreciation keeps your partner (or customer) happy and loyal.

With the availability of bountiful technologies, companies have greater variety of thank you techniques. For example, a thank you email or sms or the old fashioned way, a thank you card. Besides, technology allows a company to track the effectiveness of each technique through marketing ROI.  Moreover, companies can throw in a coupon or discount to entice another visit. Yet, I have never receive such thank you sms or email as a customer. Probably, the lack of such privileges is due to the absence of a thank you strategy.

So, what is your thank you strategy, Malaysian companies? Can you make me feel appreciated? In return, I will show you my loyalty (in sickness and in health, 'til death do us part). Boleh, tak?

Make us proud!

When Heidi DuBois-Robinson, 43, came in for a hair coloring, her suit got stained. She took it to the cleaners, but the stain remained. So she called DiJulius, who sent her a $385 check for a new suit, no questions asked. He also threw in a free facial and pedicure.

Have you ever experienced similar service recovery by any hair salon in Malaysia? If you have, please tell me. I will be a loyal customer.

Probably that explains the absence of Malaysian companies around the world. Naturally, a company or salon sets up shop in every city if demand for its service is immense. 1st class customer service cuts across cultural boundaries, language barriers and income groups. McDonald is a classic example. Starbucks is another. Can you think of a Malaysian brand that commands worldwide demand?

P.S. If you have international ambition for your company, read about John Robert's Spa and 5 other companies on how to deliver world class customer service. Simply put, how to treat customers well. Make us, Malaysians proud! Boleh,tak?

EQ Trained Frontliners

An article entitled "Emotional intelligence on the front line" by McKinsey is so refreshing. The article highlighted the cause of poor customer service by front line employees. The cause is not easily comprehended by businesses because emotional intelligence is not a common human resource issue. Emotional intelligence does not have a place in workplace. Emotions and work do not mix (as claimed by most businesses).

Below is an interesting finding from McKinsey.

"Although companies are investing record amounts of money in traditional loyalty programs, in customer-relationship-management (CRM) technology, and in general service-quality improvements, most of these initiatives end in disappointment. According to Forrester research, only 10 percent of business and IT executives surveyed strongly agreed that business results anticipated from implementing CRM were met or exceeded."

The finding highlighted new technologies or processes cannot make a customer satisfied or loyal. People plays a critical role in improving service quality or rather, delivering 1st class customer service. Have you ever felt satisfied or happy dealing with a company's latest technology or 'streamlined' policy or processes? I have not. I derive pure joy (and loyalty) when a customer service personnel treat me well and with respect.

Also, can we automatically assume employees know how to handle an angry or unhappy customer? Chances are most businesses think their employees know. If not, businesses will be investing millions in technology, processes AND people! Probably, a formal training in emotional intelligence may do the trick. In turning a casual customer to a loyal customer. Then, you and I will not experience a coin throwing incident.

What's Your Excuse?

See the 7 ‘golden rules’ on how to treat customers well. I said to myself, ‘No way!' The 7 rules may look simple but I have yet to encounter a company that practices it’. Well, maybe one or two rules but not all 7 rules.

Many companies can’t follow all the 7 rules because of these possible reasons.

1) Take the time to listen.

Reason 1 : We are too busy. We have too many customers to attend to and we are short handed.
Reason 2 : If we take time, as call agents, we are considered underperformers because the key performance indicator is to complete the call with a customer within 9 seconds.

2) Respond promptly and accurately to questions and problems.

Reason 1 : Sorry, my department doesn’t handle your problem.
Reason 2 : I can’t help you. I have no clue what you are talking about. Bye.

3) Don't rigidly adhere to company policies when the policies do disservice to a particular customer.

Reason 1 : I must follow. Do you want me to get sacked?
Reason 2 : A policy is there for a reason. (Even though I don’t know the reason).

4) Offer outstanding warranties on products and services and stand behind them.

Reason 1 : It is too expensive.
Reason 2 : We have sales quota to meet. No time or incentives to service our existing customers.
5) Educate the customer about products and services.

Reason 1 : We sell such an obvious product. Customers ain’t that stupid.
Reason 2 : No budget for customer education programs.

6) Go the extra mile when problems arise.

Reason 1 : What for? It is not my own problems.
Reason 2 : I got a backlog of problems to fix.

7) Provide value beyond product.

Reason 1 : Customers are paying for the product. Nothing beyond that.
Reason 2 : Our product is the value.


So, what is your reason (or excuse)?

You surprised me, Litrak

I took a few seconds to be convinced that the male voice at the other end of the line is a Litrak’s customer service officer. I emailed Litrak the day earlier about the ‘coin throwing’ incident. Amazingly, I got a call from Litrak the following day. Though Litrak’s customer service by toll operators is third class or rather, downright rude, I must say Litrak’s service recovery is first class. What made it first class was the customer service officer obtained all the facts from me politely. Then, profusely apologise for that rude treatment by the toll operator. I told him, “You don’t need to because it is not you.” He replied, “I'm apologizing on behalf of Litrak”. I was at awed!

Rarely do companies apologise unless it is Starbucks or Ritz Carlton. The most common reaction is to build up a wall of defense or give lame excuses. Worst of all is to simply ignore the complaint and complainant (regular toll paying motorists).

By emphasizing on service recovery, Litrak is building loyal customers for life. Importantly, it may even reduce the complaints or public protests during the next toll hike.

Well done, Litrak. Keep up the world class service recovery.